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The internet, like every other field, has a language all its own. And when it comes to marketing on the internet, the labels proliferate rapidly. Can you tell “search engine marketing” from “search engine optimization?” How about “website promotion” from “online promotion?” Can you tell your Yahoo Yellow Pages from your Yahoo Local? Or “pay-per-click,” from “pay for performance,” not forgetting “paid inclusion?” Is it any wonder people are confused? Adding to the confusion, many of these phrases are shortened to acronyms (SEO, PPC, SEM, to name a few). Next week, at a seminar for professional marketers, participants will wrestle with the issue of SEM for SMEs. This rapidly growing field is in dire need of simplification and organization. As a starting point, it would be good to just have a name for all of it. And that’s where the term “internet marketing” comes in.
Consider this: twice in the past week I have seen an online press release turn into an offline publicity placement. In the first instance, an online press release about an antiques-related website was picked up by a leading consumer magazine, who wanted to use images from the client’s website in an upcoming article. Full credit, of course, goes to the client and their website. In the second instance, an online press release about marketing was picked up by a writer for an offline business magazine. The writer wants to interview the creator of the press release for an article about the migration of local print advertising onto the internet. I especially love the irony of the second one – an online release is picked up by an offline magazine for a story about how advertising is moving from the offline to the online space.
But are these example of traditional P.R? Or is it online P.R? Perhaps it’s website promotion? The answer, of course, is that in this amazing new world of interconnectivity, a P.R. campaign can be any of these things, often more than one thing, and it can frequently morph into something unexpected. That’s the beauty of the internet. And because the internet is the cause of this phenomenon, the most obvious choice for an umbrella term, under which a growing variety of promtional techniques can be organized, is “internet marketing”.
The term “internet marketing” is still somewhat slippery, and may mean different things to different people. But as an umbrella phrase it is very useful because it’s so comprehensive. It is clear that a broad new discipline is emerging, one which crosses media lines in many directions. As this broad discipline emerges, its various subsets - “search engine optimization,” for example, or the rather ambiguous “search engine marketing” - should be seen as tools within the larger framework, components to be utilized, with or without other components, depending on the marketing needs of each project.
A working definition is that internet marketing is any kind of marketing that begins on the internet and promotes something. (Usually it will promote a website, as a destination in itself or a gateway to further interaction, but it doesn’t have to follow that route.) And of course, just because a promotion begins on the internet, it doesn’t mean it will end there. Under the umbrella term “internet marketing,” exists a wide array of options: search engine optimization, pay-per-click, paid-inclusion, search engine submissions, directory submissions, link campaigns, online press releases, website copywriting, internet yellow pages, email campaigns, newsletters and ezines, and recently, blogging and RSS feeds. The list is by no means exhaustive. These promotional methods all fit under the broad umbrella term, internet marketing.
How does this help a typical marketer? To illustrate, let’s use the case of a client whose website is languishing on the web – it needs more traffic. It’s the most common request to our internet marketing company, SmallBusinessOnline.net. Should the website owner go directly to a search engine optimization specialist? Not necessarily. Search engine optimization may not be the answer at all. The client is better served by having the project assessed by a company with a broad approach to internet marketing, rather than to a niche specialist. The work may involve an email campaign, or development of a newsletter, or an RSS solution, or an IYP ad, or whatever the solution may be – and frequently the solution involves a combination of activities. It all depends on the the nature of the website, and how that site may best be marketed. Every client is unique, and every project has a unique solution. This is not to say that the search engine optimization specialist is irrrelevant. Far from it. But the initial assessment is best made from the broadest perspective.
Today, the field of internet marketing is a crazy patchwork quilt of competing claims and shrill promises. This is not good for anybody. As the inte ...
Author: Neil Street
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About Quilting Floating Nine Patch is a baby quilt sewn from a combination of Snowball and Nine Patch quilt blocks. Blocks are placed on point, with patchwork setting and corner triangles filling in the gaps at the ends of diagonal rows. I wanted the nine patches to pop out just a bit, but you could either make them pop even more, or put focus on other elements -- it's all about your color and color value choices. Floating Nine Patch Baby Quilt Pattern originally appeared on About.com Quilting on Monday, May 21st, 2012 at 12:55:50. Permalink | Comment | Email this Antique Tile Quilt Block Pattern The Antique Tile quilt block pattern is an easy block to cut and sew, with patch edges that are all cut on the fabric's straight grain. The instructions show you how to strip piece two of the units, but include cutting specs for those of you who prefer to make the block one piece at a time. Antique Tile Quilt Block Pattern originally appeared on About.com Quilting on Saturday, May 19th, 2012 at 21:20:26. Permalink | Comment | Email this Album Star Quilt Block Pattern Album Star was one of the patchwork quilt blocks used in the Scrap Happy Sampler quilt. I love the many possibilities this design offers for color placement, and more importantly, color value variations. I've included a 'blank' schematic of the block on page 3 of the pattern, so if you aren't sure which colors and values you'll like best, print it out and play around with the layout. You might even end up making an entire batch of these blocks. Album Star Quilt Block Pattern Album Star Quilt Block Pattern originally appeared on About.com Quilting on Tuesday, May 15th, 2012 at 06:00:00. Permalink | Comment | Email this Picnic Time Quilt Block Pattern Picnic Time is based on a traditional quilt block that's very pretty, but has lots of set-in seams that make it more suitable for hand piecing than for assembly with rotary cutting techniques. I divided a couple of the original block's patchwork areas to make this new version a cinch to sew. You can dramatically change the looks of this quilt block by altering color value within its patches. It's a good choice for a scrap quilt, but works as well when all blocks are identical. If you don't want to make a large quilt, try using Picnic Time to sew a table runner and sew them in pairs to create placemats. The block finishes at 14" x 14". Picnic Time Quilt Block Pattern Janet Wickell Picnic Time Quilt Block Pattern originally appeared on About.com Quilting on Monday, May 14th, 2012 at 07:30:38. Permalink | Comment | Email this Patchwork Table Runner Pattern This colorful table runner is made from four 10" square blocks placed on point and surrounded by setting and corner triangles. Two borders finish the layout, one cut from narrow green strips and the other from wider pieces of a floral -- both areas repeat fabrics used in the quilt blocks. The runner finishes at about 22-1/2" x 65", but you can easily change its length or width. The table runner shown was designed with a Christmas theme -- just choose different fabrics to change its appearance. © Janet Wickell Patchwork Table Runner Pattern originally appeared on About.com Quilting on Wednesday, May 9th, 2012 at 06:00:36. Permalink | Comment | Email this Flying Dutchman Quilt Block with No-Waste Flying Geese Make the Flying Dutchman quilt block with any combination of fabrics you desire. Try holiday prints, and sew a group of four or six blocks to make a wallhanging. Or sew a string of them together to create a quick table runner. We'll use a simple no-waste Flying Geese method to construct the block. Flying Dutchman Quilt Block with No-Waste Flying Geese originally appeared on About.com Quilting on Tuesday, May 8th, 2012 at 08:48:46. Permalink | Comment | Email this Which Way Do We Go? a Strippy Set Quilt Pattern I designed this quilt to work with a brightly colored Alexander Henry border print that was passed along to me after the death of my sister, Carol. It took me awhile to decide how to use the print, but this strippy-set quilt seemed to do the trick -- and it's a quilt that most everyone has enjoyed. Read through the pattern a few times before you begin making the quilt, just to make sure you understand the steps, and assemble a few of the Winged Square blocks before you make the units for all of them -- in case you need to make sewing adjustments... Which Way Do We Go? pattern PS - If you like the Winged Square blocks used in the quilt, be sure to take a look at one of my Table Runner patterns. It's made with a larger version of the same block. Photo © Janet Wickell Which Way Do We Go? a Strippy Set Quilt Pattern originally appeared on About.com Quilting on Sunday, May 6th, 2012 at 05:00:00. Permalink | Comment | Email this Missouri Puzzle Quilt Pattern I'm from Missouri, so I wanted to write a pattern that shows off one of the blocks named to commemorate the state. The Missouri Puzzle quilt is square, with sashing and cornerstones between blocks. The blocks finish at 11-1/4" square and the quilt itself is about 66" x 66". Change the layout to suit your needs by making more quilt blocks or turning the layout into a rectangle. Or how about putting four blocks together for a matching throw pillow cover? Missouri Puzzle Quilt Pattern originally appeared on About.com Quilting on Saturday, May 5th, 2012 at 07:46:25. Permalink | Comment | Email this Twinkling Star Quilt Block Pattern The Twinkling Star quilt block finishes at 12-inches square. There are lots and lots of little half square triangle units in the design -- just take it slowly and follow my advice on assembling them oversize and then cutting back to the exact dimensions. The little units provide the perfect opportunity to use your smaller leftover pieces of fabric (and for going super scrappy with this quilt block). The block was one of twelve used in the Scrap Happy Sampler quilt. Twinkling Star Quilt Block Pattern originally appeared on About.com Quilting on Thursday, May 3rd, 2012 at 05:00:58. Permalink | Comment | Email this Watercolor Quilt Pattern The three kitty cats in this quilt are peering through watercolor-style floral windows, and you can bet they're keeping an eye on the butterflies flying around the garden. This quilt pattern has been a popular pattern with readers, and although it does have set-in seams at the mitered frames, it is not difficult to assemble. If you're not a feline fan, place something else on the windowsills. Photo © Janet Wickell Watercolor Quilt Pattern originally appeared on About.com Quilting on Wednesday, May 2nd, 2012 at 05:00:04. Permalink | Comment | Email this Newsfeed display by CaRP |
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